About the client
DH Pace is a national distributor of doors and related products headquartered in Olathe, Kansas. The parent company of Overhead Door, they sell nationally with a long legacy of success in servicing their clients and the communities around them.
How did we uncover and articulate a Brand Communication Framework?
DH Pace approached LimeLight Marketing seeking help in developing their Brand Communication Framework to define and articulate their brand story for their employees and customers. Working with a broad and deep business model, multiple brands, various distribution models, and a national focus – this project required a combination of strong business acumen with the ability to hone in and articulate a concise and compelling message.
We conducted research and a series of executive interviews and workshops to understand the unique aspects of the company. The elements we uncovered resulted in a Brand Communication Framework that included a new mission statement, values, brand promise, mission statement and buyer personas.
Bringing the Brand to Life through Vertical Messaging
Leveraging the new Brande Communication Framework, we wrote targeted brand stories and messaging for each of the verticals (industries) they serve, then designed brochures targeted at each vertical.
This set the foundation for shifting their communication strategy from a universal, cross-industry message to a targeted and personalized message that resonates the unique each unique vertical.